The family purchasing process of broadband internet in Australia

Abstract

This study investigates the purchasing process of broadband internet in Australian families. The study was motivated by the question of why broadband adoption rate is low in Australia. Broadband as a telecommunication service is used collectively by family members. Therefore, we interviewed 15 families. From the content analysis of interview data, we developed the Family Broadband Purchasing Process model which maps the critical events, the interplay of family roles and influencing factors that lead to the decision to purchase broadband. The findings can help broadband service providers to leverage their marketing strategies in countries of low broadband take-up.